A1 Journal article (refereed)
'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing (2020)
Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). 'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3-4), 279-298. https://doi.org/10.1080/0267257X.2019.1708781
JYU authors or editors
Publication details
All authors or editors: Reinikainen, Hanna; Munnukka, Juha; Maity, Devdeep; Luoma-aho, Vilma
Journal or series: Journal of Marketing Management
ISSN: 0267-257X
eISSN: 1472-1376
Publication year: 2020
Volume: 36
Issue number: 3-4
Pages range: 279-298
Publisher: Taylor & Francis
Publication country: United Kingdom
Publication language: English
DOI: https://doi.org/10.1080/0267257X.2019.1708781
Publication open access: Not open
Publication channel open access:
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/67273
Abstract
This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.
Keywords: social media; digital marketing; influencer marketing; social media influencers; brands; trust; buying behaviour
Free keywords: influencer marketing; social media influencers; parasocial relationship; audience comments; credibility; brand trust; purchase intention
Contributing organizations
Related projects
- #Agents - Young People’s Ambivalent Agency in Social Media
- Luoma-aho, Vilma
- Research Council of Finland
Ministry reporting: Yes
Reporting Year: 2020
JUFO rating: 1